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Megatrend revija
2017, vol. 14, br. 1, str. 187-206
jezik rada: engleski
vrsta rada: izvorni naučni članak
doi:10.5937/MegRev1701187F

Creative Commons License 4.0
Poslovanje banaka i osobna zaduženost u Hrvatskoj
aPrimorje-Gorski Kotar County, Croatia
bFaculty of Economics, University of Rijeka, Rijeka, Croatia

e-adresa: ivan.filipovic7@gmail.com, dunja.skalamera-alilovic@efri.hr, ana.stambuk@efri.hr

Projekat

Project of the Croatian Science Foundation, no. 6558: Business and Personal Insolvency: The Ways to Overcome Excessive Indebtedness

Sažetak

Društveni fenomen osobne prezaduženosti nastao je u posljednjih trideset godina. Trend prekomjernog zaduživanja kućanstava i dalje uzima sve većeg maha, što stavlja problem osobne prezaduženosti u fokus interesa regulatora, istraživačke zajednice i javnosti općenito. U Hrvatskoj se neprestano povećava broj zaduženih osoba kao i onih čiji su računi u bankama blokirani. Jedan od temeljnih uzroka nastanka prezaduženosti jest olakšavanje kućanstvima pristup kreditu, a uz nepromijenjene razine dohotka. Istraživanja potvrđuju postojanje procesa 'demokratizacije kredita' koji je potaknut deregulacijom u financijskom sektoru. Rijetka su istraživanja koja se bave ulogom banaka i njihovih poslovnih politika u povećavanju razine zaduženosti kućanstava. Marketing banaka, posebice oglašavanje i promocija, predstavljaju način komuniciranja s klijentima, a postoje dokazi da atraktivan sadržaj marketinške poruke utječe jednako značajno na odluku o zaduživanju kao i smanjenje kamatne stope. Navedeno predstavlja motiv za daljnje istraživanje moguće povezanosti između marketinških napora banaka i razine osobne zaduženosti. Ovaj rad argumentira proaktivnu ulogu bankarskog sektora, motiviranog profitom, uz nedostatak adekvatne kvalitete i razine regulacije, na povećanje broja prezaduženih osoba u Hrvatskoj. Dodatno se uzima u obzir i utjecaj ekonomskih kolebanja na proučavani odnos između bankarskih aktivnosti i zaduženosti stanovništva. Analiza se temelji na podacima iz agregiranih financijskih izvješća banaka i odabranim makroekonomskim pokazateljima. Cilj istraživanja je opisati i objasniti kako banke utječu na ponašanje potrošača, i posljedično potiču rast osobne zaduženosti u Hrvatskoj.

Ključne reči

poslovanje banaka; ponašanje potrošača; Hrvatska; osobna prezaduženost

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